There’s a reason that finding new clients is described as prospecting, and researching our contacts is called mining. It really can be long hours of hard work for little immediate return.
In 1849, when Dr. Matthew Fleming Stephenson proclaimed, “There’s gold in them thar hills,” he wasn’t telling his friends to rush off to California. He was suggesting they stay and mine in their own neighbourhood.
That’s a lesson for small business owners, too. Greener pastures aren’t always greener. Have you fully mined the possibilities within your current circle of contacts?
Before you do any prospecting, you need a mine. It might be a spreadsheet, a CRM (Customer Relationship Management) tool, a bulk email account, or some other ‘place’ where all your contacts (clients, vendors, colleagues, potential clients, referrers, press, and so on) are gathered together. If you don’t have that yet, start now – make it the next priority of your small business marketing strategy.
Your contact list should be the most valuable asset your small business has. Once you have a list, a world of possibilities immediately opens up for you.